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Why Santa's Marketing Works Better Than Yours
Business gifts are easy in a thriving economy, but you can make more of an
impact when those around you are screaming, “The sky is falling!”
Gifting has always been one of the most difficult business practices to gauge
a return on investment – after all, you’re asking for nothing back from your recipients. However, a recent survey of 6,000 sales and marketing executives by the Promotional Products
Association International (PPAI) showed that nine out of 10 respondents said they believe their gifting is at least “somewhat effective.” A full 57 percent said their bestowal of gifts was
either “effective” or “very effective.”
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One entity that never allows the state of the economy affect gift-giving is
Santa Claus Inc., says Sean D’Souza, founder of Psychotactics Ltd., a New Zealand-based sales and marketing consultancy.
Santa doesn’t have to use newfangled techniques when his simple marketing has
stood the test of time. If you don’t believe in Santa, you’d better change your mind, says D’Souza. The jolly man from the North Pole rocks on – and you can do the same if you stick to
these basics:
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 He’s mastered the art of cohesion
If you go to the heart of Santa’s marketing, the one word you come away with is “consistency.” Generation after generation has
been exposed to one brand, one message and the same powerful imagery.
Many companies get tired of their brand and pour thousands (if not millions) of dollars into a bottomless pit of mindless change.
At the end of the day, it’s consistency that takes the jingle all the way to the bank.
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 You can spot him in the middle of a crowded sky
The reason why Santa stands out so vividly in our memories is because he’s different. Consistently different. Always has been...always will be. His core marketing term is not built solely on consistent
branding, but also on a hard-nosed differentiation.
Too much communication out there fits in with what’s safe. Customers have just one slot in their mind. You have to enter that slot at such an obtuse
angle that they remember you for life.
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 Give and you shall receive
The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is
trust. When trust struts upward, fear banishes itself to penguin land. The more you pile up trust, the more you can do business.
It’s up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a
chocolate-covered scrumptious cookie. Play Santa. It works.
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 Santa knows his customers
He knows when you’ve been bad or good. Heck, he even knows whether you’re sleeping or awake! How much do you know about your
biggest customers? How much do you know about them today?
To give effectively, you have to know what the recipient wants. To uncover their desires, the best way is to work your
inquiry into light conversation. Even an e-mail thread is appropriate forum by today's standards.
Some people worry about invading their customers' personal privacy. Hogwash!
Santa invades privacy gently and uses it to give, not to
take. That’s why we don’t mind.
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